Content Marketing & Digital PR
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Content Marketing & Digital PR
Content Marketing is about "creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience" (src: CMI). Do check out my Content Strategy topic (http://www.scoop.it/t/content-strategy-et). After all, they do go hand-in-hand. And they're both at the heart of Inbound Marketing (http://www.scoop.it/t/inbound-marketing-by-edwin-tam)
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Using Paid, Owned, and Earned Media to Promote an eBook

Using Paid, Owned, and Earned Media to Promote an eBook | Content Marketing & Digital PR | Scoop.it
In this post, we open the kimono and show you how we promoted our 'Linking Outside the Box' ebook - and how it led to a 27% month-over-month lift in sign-ups.
Edwin Tam's insight:

A lengthy post (I'm still reading it!!!) on how to distribute and create buzz on a kickass piece of content.

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Companies in China Assess Content Marketing Trends, ROI Impact

Companies in China Assess Content Marketing Trends, ROI Impact | Content Marketing & Digital PR | Scoop.it

Companies on average use more than 6 content marketing tools, however, limiting such tools to 4 or less generates more impactful results31% of companies said they will reduce investment in traditional media channels, as business content marketing rapidly becomes more visual, humanized, real-time and interactive while transitioning to social and mobileWeChat receives a lot of attention from and a high level of adoption among surveyed companiesContent production and ROI measurement remain the biggest challenges facing companies as they integrate content marketing

Edwin Tam's insight:

I think that China has an amazing grasp of content marketing even though much their branded content turns out to be quite cheesy (e.g. Puegot's sponsorship in Voice of China). 

 

Much of what they do is because they need to shout out in a crowded market. Particularly when ads don't work at all. 

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5 Bad Marketing Habits Made Worse by the Internet

5 Bad Marketing Habits Made Worse by the Internet | Content Marketing & Digital PR | Scoop.it

It’s easy for us web marketers to look down on traditional marketers, and how they “just don’t get it.” It’s not about hitting people over the head anymore; it’s about drawing them in. It’s about convincing them to want your messages, to habitually train them to trust what you have to say.

And then there are those bad habits the internet has actually made worse for us.

And by “us,” I mean marketers. All of them. Because it takes discipline to avoid these traps, and even the best of us stumble every once in a while. Watch out for these, or risk losing precious audience attention.

Edwin Tam's insight:

An unusual and rarely seen article on how the internet screws us up. 

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Essential Content Marketing Editorial Calendar Template Every Marketer Can Use - Business 2 Community

Essential Content Marketing Editorial Calendar Template Every Marketer Can Use - Business 2 Community | Content Marketing & Digital PR | Scoop.it

The pressure to publish timely, engaging, content has never been higher. Brands have evolved into media companies that must think like publishers. Today’s portfolio of content channels — websites, blogs, Facebook, LinkedIn, Twitter, YouTube, Google+, Pinterest, Tumblr, Instagram, SlideShare, Flickr, etc. — is constantly growing. Each one requires constant care and feeding, and content is at the core of every conversation.

Edwin Tam's insight:

Amazing template for your content planning. Covers all the important bases for your customers. 

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How Boxing Makes Me a Better Content Marketer

How Boxing Makes Me a Better Content Marketer | Content Marketing & Digital PR | Scoop.it

I’ve been a certified gym rat (or is that certifiable gym rat?) for a little over two years now, and one of the great joys of this undertaking has been learning the “sweet science” of boxing from my master trainer, Damerone Porter....

Yesterday, I had the pleasure of interviewing Gary Vaynerchuk about his new book, Jab, Jab, Jab, Right Hook, for the Content Marketing Podcast (coming this Thursday!). As I played back the audio and listened to Gary’s metaphor of content marketing as a boxing match, I couldn’t help but muse about the many ways my boxer’s education has carried over to my “other life” in content marketing.


That said, here are my top 3 lessons from boxing that make me a better content marketer:

Edwin Tam's insight:

I think it's the same for every sport and acitvity - keep it simple and basic, keep your focus, and grind it out. 

 

This article caught my eye because of its (tennous) connection to boxing (I train in Muay Thai... but the idea is the same). An additional lesson, if you pique my interest, I'll come knocking on your door. 

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The Correlation Between Quality Content and Customer Service in the Hospitality Industry - Enveritas Group

The Correlation Between Quality Content and Customer Service in the Hospitality Industry - Enveritas Group | Content Marketing & Digital PR | Scoop.it
The correlation between quality content and customer service in the hospitality industry. Eric Ingrand explains why one leads to the other.
Edwin Tam's insight:

Does Content and customer service quality correlate? Apparently so. But it doesn't answer if quality Content causes an increase in customer service quality. 

 

Thoughts on how we can track that? 

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Top 11 Most Powerful Content Marketing Examples By Small Businesses

Top 11 Most Powerful Content Marketing Examples By Small Businesses | Content Marketing & Digital PR | Scoop.it

It has changed lives. Saved businesses from bankruptcy. Built million dollar companies.

Okay, so why are we talking about it?

 

Proof. 

Content marketing isn’t just for brands like Red Bull and Nike. Small business owners like you are using it every day to grow their sales. Here are some of the most powerfulcontent marketing examples done by small businesses. 

Maybe you could be next?

(If you’re thinking, “Hold on Alexandra, what’s content marketing? How is it related toinbound marketing?” Check out these posts by KISSmetrics and the Content Marketing Institute – they’ll answer your q’s.)

Edwin Tam's insight:

The results are gaudy and certainly irresistable. But I'm still looking for studies that Content Marketing works!!! 

 

Please ping me if you've any kind of resource to share. 

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How To Mix LinkedIn With Content Marketing

How To Mix LinkedIn With Content Marketing | Content Marketing & Digital PR | Scoop.it
LinkedinAnswers (Photo credit: Wikipedia) By Kristina Jaramillo A recent study from the 50,000 member strong B2B Technology Marketing community on LinkedIn showed that 85% of B2B Marketers say LinkedIn is the most effective social network in...
Edwin Tam's insight:

A collection of case studies where people used great content on LinkedIn to get $$ results. I thought it's useful.

 

As online marketeers, we're too often hung up on the usual Facebook and Twitter stuff. That's dangerous. What if we have a B2B client? What if our target audience is largely gathered in LinkedIn? 


Wise words: "Offer real value, challenge your prospects, start thought provoking conversations, showcase your expertise by sharing case studies, demonstrate your relevance and connect with your audience with stories—and you will generate more leads with LinkedIn."


Perhaps it's a good time to go lighter on Service Content?

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The Real Truth Behind The 80-20 Rule of Content Marketing - Heidi Cohen

The Real Truth Behind The 80-20 Rule of Content Marketing - Heidi Cohen | Content Marketing & Digital PR | Scoop.it

There’s a high profile debate brewing over the 80-20 Rule of Content Marketing.

To frame this debate, understand thatcontent marketing starts with the creation of amazing content that educates and entertains your target audience.Without this, there’s no need to invest in further effort. BUT without supportingcontent distribution, most of your content won’t be seen. 

Edwin Tam's insight:

A thought-provoker when I'm putting on my PM hat to decide on allocating resources to content creation and distribution.

 

Should I spend most of my time and money on content creation, or distribution? To what degree? Or should I go dutch and do an even spilt? 

 

Personally, I'm in favour of 50-50 or 60-40 creation vs distribution for the foundation phase. Then for the later phases I'll weight it towards distribution.

 

The 7 tips are quite standard. Content people should have it in their toolkit. 

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Revealed: Outreach Campaigns from some of the Biggest SEO Firms - Searchable.co.uk - SEO, PR and Infographics Agency

Revealed: Outreach Campaigns from some of the Biggest SEO Firms - Searchable.co.uk - SEO, PR and Infographics Agency | Content Marketing & Digital PR | Scoop.it

Since the Google Penguin update, most SEO agencies have shifted their workforce from just buying links towards engaging in content marketing, guest posting and spotting organic link building opportunities.

 

5 Examples of Outreach Campaigns by SEO Agencies

The following article shows 5 examples how some SEO agencies have tailored their emails to achieve post success...

Edwin Tam's insight:

Worth reading for the rant and these lessons when asking to guest post:

1. Do not have a massive SEO footer in your email*.  

2. Do not be generic in your pitch 

3. Try gifts (we do give something to get something back) 

4. Do whatever you can to be credible! 

5. Be beneficial to your target channel's readers 

 

Thoughts? 

 

* I think it's locale-specific. As PR pitches by agencies are perfectly fine and often accepted in SG. 

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15 Paid and Free Ideas to Distribute Your Content

15 Paid and Free Ideas to Distribute Your Content” Barbra Gago, Director of Strategy, Left Brain DGA Okay, you’ve developed the content … now what?

Edwin Tam's insight:

Quick reminder of possible distribution channels for your content.

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Why Being an Expert Matters (And How to do it!)

Why Being an Expert Matters (And How to do it!) | Content Marketing & Digital PR | Scoop.it

"Although online shopping isn’t necessarily brain surgery, customers online are often wary when it comes to trying out new products or brands – regardless of how well qualified the people behind those brands are. For this reason, today’s companies must prove their expertise and experience in order to establish trust with hesitant buyers."

Edwin Tam's insight:

In other words, you got to show that you know your stuff.

 

If you're a content marketer, show folks how to repurpose and distribute content. That's the ticket to getting trusted* by customers.

 

* Although I'm not quite sure how to measure trust yet.

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Social marketing strategy: Why you need one and how to design it

Social marketing strategy: Why you need one and how to design it | Content Marketing & Digital PR | Scoop.it

Social CRM marketing can seem like a double-edged sword -- it's an inexpensive way to engage with customers and get the word out about new products, services and events, but some business owners find the large number of platforms and potential social media pitfallsoverwhelming.

There are also conflicting opinions out there regarding the value of social media in a business environment. Some feel that social CRM is a marketing option that pays big dividends, while others disagree.

"Some business-to-consumer companies get into social networks for the wrong reasons -- out of fear, due to pressure from competitors or misinformation from marketers," said Marc Gordon, owner of Fourword Marketing and author of The Edge Factor: Ten Proven Marketing Tools to Help Your Business Get It and Keep It. "Ask yourself -- do we need to do this? Do our customers want to hear from us every day?"

Edwin Tam's insight:

It rehashes a few points:

1. Don't spread yourself too thinly 

2. Pick the channels that make sense for your business. Putting stuff on Pinterest because it's the biggest thing isn't quite smart.

 

The biggest value of this article lies in the case study - Cause for Paws - to help concretise why we need a social marketing strategy.

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5 Businesses That Rock Content Marketing

5 Businesses That Rock Content Marketing | Content Marketing & Digital PR | Scoop.it

Content marketing is definitely on the hot list of buzzwords these days.Pop-up ads are out. Responsive websites are in. Traditional, static forms of advertising are no longer sufficient in today's technology and social media-driven societies. Now, businesses need to actively capture their audiences' (increasingly short) attention spans and — here's the tricky part — actually engage consumers. As many business owners will attest, this is easier said than done.

Is your business struggling to develop a successful content marketing strategy? Take a page out of the books of these businesses that have mastered content marketing.

Edwin Tam's insight:

'Nuff said. Read the article. 

Cheers 

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Digital PR Basics (Transcript of a Twitter Chat)

#PRprochat is the first Thursday of every month at noon, Arizona time. Moderated by Carrie Morgan (@morgancarrie), topics cover the integration of PR with content marketing, social and search.
Edwin Tam's insight:

Transcript of a PR chat focusing on Digital PR. 

 

My takeaways:

1. Don't silo your efforts 

2. Digital PR creates news for yourself, traditional PR is about helping media create news 

3. Every channel has its place -- owned, earned, paid. 

Paid & sponsored --> Amplifies at a cost. 

4. Repurpose your content. Keep It Really Simple. 

 

Pretty standard stuff. The real challenge is how to do it -- I think it's largely political as with all new endeavours. 

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6 Turnkey Tools for Content Distribution

6 Turnkey Tools for Content Distribution | Content Marketing & Digital PR | Scoop.it

Shane Snow is a New York-based tech journalist and co-founder of Contently.com, a marketplace for brand publishers and journalists.

It’s never been easier to become a publisher, but being a publisher ain’t easy.

Today, the scarce resource in the publishing world is not infrastructure; it’s audience. To compete for reader attention, bloggers are finding they not only have to produce better content, they also have to figure out a way to get it in front of people.

Content discovery engine Outbrain composed a haiku on the subject, and though I hate cliches, this one rings true.

“If you wrote a blog
And no one came to read it
Did you write a blog?”

Fortunately, tools are emerging to help publishers reach new audiences. Though getting more readers won’t be much help if your content sucks, the following five solutions can help publishers build an audience with the push of a button.

Edwin Tam's insight:

One of the things that all brands and content marketers need to be mindful of -- distributing your painstakingly created content. 

 

This article outlines all sorts of paid content distribution tools for different content formats - headlines, videos etc. Now I'm looking for unpaid content distribution channels. 

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How to Start Your Link Outreach Campaign: First, Get Organized

How to Start Your Link Outreach Campaign: First, Get Organized | Content Marketing & Digital PR | Scoop.it

One question we hear a lot at BuzzStream is “How do I start my link outreach campaign?”

Before they go all crazy with the outreach and the requests, top performing link development professionals get their resources together and get buy-in and alignment from their companies and clients.  Just like chefs laying out theirmise en place, they get everything they’ll need together before they start.

Here are some pieces you should get in place before you start a campaign to make the whole process run smoothly

Edwin Tam's insight:

Well written piece on hooking up with bloggers, commenters etc.

 

To summarise:

1. Prep all of your assets (e.g. product info & artwork)

2. Prep your expectations and timelines
It's essentially a media outreach program and will take time. You'll need to buffer in goodly amounts of time to get it done.  

3. Know what your limits are (e.g. what can you give, what can't you give?) 

4. Ask. 

 

Hopefully, you'll get some replies from your outreach program. 

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Brandopolis - A big brand content strategy report from Distilled (Ed Note: Actually, More Content Marketing than Strategy... I think)

Brandopolis - A big brand content strategy report from Distilled (Ed Note: Actually, More Content Marketing than Strategy... I think) | Content Marketing & Digital PR | Scoop.it

DIGITAL MARKETERS are drowning in a sea of content. White papers. Infographics. Viral videos. Blogs, blogs everywhere, nor any drop to drink. We’re all seeking patterns in this astounding array, and as a result, many marketers have read more content strategies and how-tos than we care to recall.

So I’m thrilled that Distilled gave me the chance to create something more nuanced: an in-depth investigation of content strategy at top brands. I come from a journalistic background, and I’m always excited to story-hunt. My goal is to give a window onto big brands playing the content game: not just a stack of tactics, but insights into why and how.

To research this report, I interviewed individuals caught up in brand ecosystems as well as marketers from agencies, consultancies, and the brands themselves. I’ll share hard-won stories from brands including (but not limited to) Coca-Cola, General Electric, Dell, IKEA, L’Oréal, Honda, SAP, and Facebook. I also want to thank the Distilled team: Cheri Percy and Harriet Cummings for adding their insights, and Matt Mitchell-Camp, Richard Westenra and Volodymyr Kypriyanovfor their design, development and data work.

Now, to set the scene: a quick overview of content marketing basics.

Edwin Tam's insight:

Lengthy, in-depth investigation of content marketing at top brands and how they approach it*. 

Things to note (just scroll all the way down to the conclusions bit): 
1. Treat content creators well and find out where they are creating content for the brand 
2. Adopt things early 
3. Don't over promote
4. Augment real-life experience with content 

And I liked this bit about @GSElevator


"He’s not impressed by the official Twitter account [of Goldman Sachs], either. ‘They need to either embrace the culture of Twitter or get off completely,’ he wrote. ‘It seems like they use it as an extension of their traditional PR drivel, as a platform to push everything from standard press releases to attempting to highlight their small business mentoring initiative. I find it painful to see.’"


--- 
* Even though the author talks about content strategy, it reads more like content marketing and distribution to me. The only bits that seemed like Content Strategy is really the GSElevator but even then it doesn't seem like the content asset is transferable to other channels (unless we're talking book deal...)

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How to Find Influencers Who Already Want to Share Your Content

How to Find Influencers Who Already Want to Share Your Content | Content Marketing & Digital PR | Scoop.it
Other people in your niche write similar posts, and some of them probably get a lot more traffic than yours. Why is that?

 

It’s disheartening to see someone else’s post (that isn’t nearly as good as yours) get a lot more traffic, especially if you put a lot of time and hard work into it.

It’s not your fault. It’s hard to get the same kind of exposure as someone who has a lot of influencers sharing their content. Here’s what happens when influencers like Francisco Rosales or Chris Brogan share your posts:...

Edwin Tam's insight:

The perfect resource for anyone who's just getting into the content distribution game with influencers (or other people who'll like to share stuff). 

 

Essentially, it's a 3-step process:

1. Find similar content to your content/posting

2. FInd out who's sharing that content 

3. Reaching out to them for the share

 

Seems simple (and it is), but I'd kid you not when there's a lot of work involved -- particularly for 1 and 2 (ultimately research and more research)!

 

Just an FYI, the post has 2,721 words in it! 

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